Strategic Marketing Management

Foundation of Strategic

Marketing Management

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What is Marketing?

Marketing is an organizational function and a set of processes for creating,

communicating, and delivering value to customers and for managing

customer relationships in ways that benefit the organization and its

stakeholders

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Cont…

• Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

• Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management

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What is Marketing Management?

• Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

• Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities

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Purpose of Marketing

The primary purpose of marketing is to create long term and mutually beneficial exchange

relationships between an entity and the publics (individual and organizations) with

which it interacts.

No longer do marketing managers function solely to direct day-to-day operations; they

must make strategic decisions as well.

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What is Strategic Marketing Management?

“The analysis strategy, implementation, and control of marketing activities in order to achieve organization's objectives.”

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SMM (cont….)

Strategic Marketing Management consists of five complex and interrelated processes.

1. Defining the organization’s business, mission and goals.

2. Identifying and framing organizational growth opportunities.

3. Formulating product-market strategies 4. Budgeting marketing financial, and production

resources.5. Developing reformulation and recovery

strategies.

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Step 1: Defining the organization Business, Mission, and Goals• Contemporary Strategic Marketing

Perspectives:

An organization should define a business by the type of customers it wishes to serve, the particular needs of those customer groups it wishes to satisfy, and means or technology by which the organization will satisfy these customer needs.

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• Customer or market perspective:

An organization is appropriately viewed as a customer satisfying endeavor, not a product producing or service delivery enterprise. Products and services are transient, as is often the technology or means used to produce or deliver them.

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Business Mission

• A mission statement is a statement of the purpose of a company and organization. The mission statement should guide the actions of the organization, spell out its overall goal, provide a sense of direction, and guide decision-making. It provides the framework or context within which the company's strategies are formulated.

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Business Goals

• Goals or objectives convert the organization’s mission into tangible actions and results that are to be achieved, often within a specific time frame.

• Goals or objectives divide into three major categories:

– Production

– Financial

– Marketing

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• Production goals or objectives apply to the use of manufacturing and service capacity and to product and service quality.

• Financial goals and objectives focus on return on investment, return on sale, profit, cash flow and shareholder wealth.

• Marketing goals and objectives emphasize market share, marketing productivity, sales volume, profit, customer satisfaction, customer value creation, and customer lifetime value.

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Step 2: Identifying and Framing Organizational Growth Opportunities.

• Converting Environment Opportunities into Organizational Opportunities

Three questions help marketing managers to decide whether certain environmental opportunities represent viable organizational growth opportunities:

– What might we do?

– What do we do best?

– What must we do?

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Each of these questions assists in identifying and framing organizational growth opportunities. They also highlight major concepts in SMM.

The What might we do questions introduces the concept of environmental opportunities. Unmet or changing consumer needs, unsatisfied buyer groups, and new means or technology for delivering value to prospective buyers represent sources of environmental opportunities for organizations.

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The What do we do best question introduces the concept of organizational capability, or distinctive competency. Distinctive competency describes an organization’s unique strengths or qualities, including skills, technologies, or resources that distinguish it from other organizations.

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Finally, the What must we do question introduces the concept of success requirements in an industry or market. Success requirement (Success Factor) are basic tasks that an organization must perform in a market or industry to compete successfully. These requirements are subtle in nature and often overlooked. For example, distribution and inventory control are critical success factors in the cosmetics industry.

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SWOT AnalysisSWOT analysis is a formal framework for identifying and framing organizational growth opportunities. SWOT is an acronym for an organization’s Strengths and Weaknesses and external Opportunities and Threats. It is an easy to use framework for focusing attention on the fact that an organizational growth opportunities results from a good fit between an organization's internal capabilities (strength and weaknesses) and its external environment (environmental opportunities and threats)

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Step 3: Formulating Product-Market Strategies Product market strategies consist of plans for

matching an organization’s existing or potential offerings with the needs of markets, informing markets that the offerings exist, having offerings available at the right time and place to facilitate exchange, and assigning prices to offering. In short, a product market strategy involves selecting specific markets and profitably reaching them through an integrated program called a marketing mix.

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Product-Market Strategies

Markets

Existing New

Offerings

Existing Market Penetration Market Development

NewNew Offering

DevelopmentDiversification

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1. Market Penetration Strategy

2. Market-Development Strategy

3. Product-Development Strategy

4. Diversification

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Market-Penetration Strategy

A market penetration strategy dictates that an organization seeks to gain greater dominance in a market in which it already has an offering. This strategy involves attempts to increase present buyers usage or consumption rates of the offering, to attract buyers of competing offerings, or to stimulate product trial among potential customers. The mix of marketing activities might include lower prices for the offerings, expanded distribution to provide wider coverage of an existing market, and heavier promotional efforts extolling the unique advantages of an organization’s offering over competing offerings.

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Market-Development Strategy

A market development strategy dictates that an organization introduce its existing offerings to markets other than those it is currently serving. Examples include introducing existing products to different geographical areas (including international expansion) or different buying publics.

Market development in the international arena has grown in importance and usually takes one of four forms:

1. Exporting2. Licensing3. Joint Venture4. Direct Investment

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Product Development Strategy

A product development strategy dictates that the organization create new offerings for existing markets. The approach taken may be to develop totally new offerings (product innovation) to enhance the value to customers of existing offerings (product augmentation), or to broaden the existing line of offerings by adding different sizes, forms, flavors, and so forth (product line extension). Apple’s iPod is an example of product innovation. Product augmentation can be achieved in numerous ways.

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Diversification

Diversification involves the development or acquisition of offerings new to the organization and the introduction of those offerings to publics not previously served by the organization. Many firms have adopted this strategy in recent years to take advantage of perceived growth opportunities. Yet diversification is often a high-risk strategy because both the offerings (and often their underlying technology) and the public or market served are new to the organization.

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Step 4: Budgeting Marketing, Financial and Production Resources

The fourth phase in the SMM process is budgeting. A budget is a formal, quantitative expression of an organization’s planning and strategy initiatives expressed in financial, production, and marketing resources so that overall organizational goals or objectives are attained.

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Organization master budget consists of two parts:1. Operating budget2. Financial budget.The operating budget focuses on an organization’s

income statement. Because the operating budget projects future revenues and expenses, it is sometime called pro forma income statement or profit plan. The financial budget focuses on the effect that the operating budget and other initiatives (such as capital expenditures) will have on the organization’s cash position.

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Step 5: Developing Reformulation and Recovery Strategies.

Marketing audit and control procedures are fundamental to the development of reformulation and recovery strategies. The marketing audit is:

“a comprehensive, systematic, independent, and periodic examination of a company’s – or business units – marketing environment, objectives, strategies and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.”

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The audit process directs the manager’s attention to both the strategic fit of the organization with its environment and the operational aspects of the marketing program. Strategic aspects of the marketing audit address the synoptic question. “Are we doing the right things?” operational aspects address an equally synoptic question – “are we doing things rights?”